The Agriculture and Horticulture Development Board (AHDB) has officially launched the Let’s Eat Balanced campaign for its fifth consecutive year. This initiative aims to enhance public understanding of the nutritional advantages associated with British dairy, beef, and lamb.
Returning to screens this January, the campaign emphasizes lean British beef, lamb, and dairy as vital “natural sources of essential nutrients,” including protein and vitamin B12. Notably, research indicates that vitamin B12 plays a significant role in reducing fatigue. In addition to taste and nutrition, Let’s Eat Balanced places a strong focus on British farmers, showcasing their dedication to both nature and animal welfare.
Since its inception in 2021, the Let’s Eat Balanced campaign has reportedly yielded “significant results,” as noted by the AHDB. Evidence gathered from previous campaigns suggests that an increasing number of individuals are recognizing the health benefits of British red meat and dairy products. Furthermore, there is a growing consensus that these products are produced sustainably, which underscores the commitment of British farmers to responsible practices.
As part of the campaign, audiences will enjoy engaging videos that feature Martha Hayes, a beef farmer from Lincolnshire. Her family farm thrives on pastures that promote healthy cattle. Additionally, viewers will be introduced to Emma Furnival, a North Shropshire dairy farmer who works alongside her family while being “committed to protecting and enhancing the land.”
Furnival emphasizes, “We’re working hard to enhance our farm for future generations, knowing each paddock like the back of our hands. We meticulously monitor grass growth to ensure our dairy cows can graze outside for as long as the weather permits. Grazing in this way means cow manure returns nutrients to the ground, helping the soil remain healthy and fertile.” This dedication highlights the farmers’ commitment to sustainable agricultural practices.
The campaign’s engaging ‘This & That’ advertisements are currently being broadcasted across multiple platforms, including cinema and popular television channels such as ITV, Channel 4, Sky Media, Netflix, Discovery+, and Disney+. Additionally, these captivating ads can be found on YouTube and various social media platforms, including Facebook, Instagram, and Pinterest. Print versions of the campaign will also appear in reputable publications like the i newspaper, as well as in retail magazines and grocery stores. Notably, Mike Greenwood-Wilkins, a sheep farmer and contestant from The Great British Bake Off, will be featured prominently in the television advertisements.
Carrie McDermid, AHDB’s head of domestic marketing, stated, “Five years on, Let’s Eat Balanced continues to play a vital role in helping people understand the nutritional benefits of British beef, lamb, and dairy as part of a varied and balanced diet. We have achieved 717 million impressions through paid social campaigns, which is equivalent to everyone in the UK seeing content on Facebook, Instagram, or Pinterest roughly 10 times (Media plans 2021-2026). Every year, the Let’s Eat Balanced campaign has been seen by over 40 million adults (Media plans 2021-2026). Over 50 million stickers have shared recipe inspiration in grocery stores (Stickers printed 2021-2026).”
This remarkable outreach illustrates the campaign’s effectiveness in promoting the health benefits of British livestock products.
Furthermore, McDermid highlighted, “Our levy payers are also seeing clear returns on their investments. Every £1 of dairy levy invested has returned £28 in retail sales. Every £1 of beef and lamb levy invested has returned £10 in retail sales. It is encouraging to see how far the campaign has come and how it continues to champion our farmers. We are proud to have initiated the campaign and help drive its success.”
